Choosing the right publication

Once you’ve decided that a magazine is the medium for you, the next question is: What do you need to be looking out for when choosing a magazine to advertise in?

1) How is it distributed?

Trust us, this bit’s important. Lots of community magazines are “distributed” via Pick up Points; in other words, the magazines are all left in a particular place for the public to pick up when they pass it. Alternatively, the magazine will be delivered door to door; which in our view is far more effective. Pick up points rely on a lot of luck to get your message into the hand of your prospects; door to door delivery leaves nothing to chance.

2) What’s in the magazine?

Naturally, magazine content varies; and it’s important to ensure that the magazine you’re advertising in contains content that resonates with your target customer. If it doesn’t, then the chances of it getting the regular readership you need to make your adverts work are greatly diminished.

3) How confident are you in the publisher?

Let’s break this down. You’re paying the publisher money to do a good job for you and understandably, you’ll be really keen to make sure you’re handing your money over to a reputable business. When you’re looking for a publisher to advertise with, we recommend doing your research.
Do they have good testimonials? Are they approved by Trading Standards? The more time you put in, the more likely it is you’ll get the right publisher for you

4) How do you know the magazine actually gets there?

We don’t want to scaremonger; but the fact of the matter is that there are some magazines that will take your money and not deliver your advertisement. They might not even print the magazine. To combat that risk, it’s a good idea to get proof of print and distribution; so that you can be sure your advert has actually landed.

5) Know your numbers!

Cost is vital – you need to know how many people will see your advert, and work out the cost per thousand. Some magazines may seem very cheap; but when you break down how many people actually see the ad, you’re paying peanuts and getting monkeys (not the financial kind!).

If you’d like to talk to one of our advertising experts and get some advice on the right advertising medium for you, all you need to do is pick up the phone and give us a call on 01342 718348 or email us HERE.